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Center for Innovative Care in Aging
The document outlines a marketing strategy and tactics for the Johns Hopkins University School of Nursing Center for Innovative Care in Aging, which focuses on advancing health for older adults through research, education, and policy. It discusses establishing the Center's presence through conferences, media outreach, and an online/social media presence to raise awareness of its mission among health professionals, researchers, students, and policymakers. An estimated $12,200 marketing budget is proposed to implement tactics like advertising, promotions, brochures, and website development over the next year.
Center for Innovative Care in Aging
- 1. The Johns HopkinsUniversity School of Nursing Center for Innovative Care in Aging
- 2. Agenda • Overview ▫ Center Mission ▫ Current Market ▫ Target Audience ▫ Competitors ▫ Challenges • Marketing Strategy ▫ Marketing Tactics ▫ Estimated Budget ▫ Final Recommendations
- 3. Center Mission • Inter-professionalcenter focusing on: ▫ Advancing and optimizing the health of older adults ▫ Innovation in intervention research ▫ Innovation in implementation of evidence in home, community and practice settings ▫ Innovation in training nurses and other health professionals in the geriatric field ▫ Implementation of geriatric policy
- 4. Current Market • In 2011, oldest members of Baby Boomer Generation turning 65 • 10,000 Baby Boomers turning 65 each day over the next 19 years • An active generation that does not view itself as old • Living longer and more active lifestyles • Will face the same challenges that aging brings
- 5. Target Audience • Health professionals • Geriatric researchers • Nursing students • Community centers • Geriatric policymakers • Urban health policy experts
- 6. Competitors Competitors •Well-known and respected Univ. of Penn. Center for Integrative Science in •Partially funded by John A. Hartford Foundation Aging •Researches problems facing the aging population •Committed to building geriatric nursing leadership •Committed to building integrative science theory and methodologies •Interdisciplinary teams in research, education and health care Univ. of Florida Inst. On Aging & Dept. on •Offers one-year geriatric fellowship with second-year option Aging and Geriatric Care •Has Cognitive Aging & Memorial Clinical Translational Research Program •The Claude D. Pepper Older Americans Independence Center •Promotes interdisciplinary linkages and cross-collaborations Univ. of Wash. Center for Interdisciplinary •Trains and mentors junior faculty Geriatric Research •Affiliated with School of Dentistry, School of Medicine, School of Nursing, School of Pharmacy, and other of the university’s medical schools •Funded by U.S. Dept. of Health and Human Services Oregon Health & Science Univ. Oregon •Seeks to improve training of health professionals in geriatrics Geriatric Education Center •Statewide focus and hosts annual Summer Institute •Researchers & faculty from the School of Nursing, Medicine and Dentistry, Portland State University’s Institute on Aging and Oregon State University’s Extension Service
- 7. Challenges • Informing thegreater JHU Medical Campus of its existence and service • Informing the wider Hopkins community of its existence and service • Informing non-Hopkins affiliated researchers of its existence and service • Obtaining funding for the Center • Establishing relationships with the aging community and elder health centers in the mid-Atlantic region
- 8. Marketing Strategy • AIDA– Attention, Interest, Desire, Action ▫ Attention: Establish presence at education and geriatric conferences such as Oregon State University Gerontology Conference Establish relationships with local and regional elderly health centers by sending out marketing materials Follow-up with person-to-person conversations Establish contact with regional researchers and organizations Do presentations explaining the Center Target JHU graduate nursing and research population and invite prospective researchers and students to visit the Center
- 9. Marketing Strategy • AIDA– Attention, Interest, Desire, Action ▫ Interest: Use brochure mailings and presence on the Internet and social media outlet to maintain relationships ▫ Desire: Invite researchers and community health center workers for visits to the Center for conferences/symposia ▫ Action: Continue to maintain relationships after presentations to influence researchers’ and students’ decisions
- 10. Marketing Tactics • News ▫ Press releases through SON website ▫ Newswise ▫ Articles in media such as Johns Hopkins Magazine, Aging Well Magazine and AARP Magazine • Web presence ▫ Take advantage ofkeywords that result in the Center being first in natural SEO results for similar institutes or geriatric subjects on the Internet
- 11. Marketing Tactics • Radio ▫ Public radio program underwriting on WAMU 88.5 FM and WYPR 88.1 FM: Audience is highly educated and mostly located in higher income levels Many members of audience involved in scientific research, academia and government Listeners have a more positive view of program underwriters Brand awareness is gained Banner ads on stations’ websites ▫ Radio tours: Book Dr. Gitlin and other members of the Center on programs to promote the Center
- 12. Marketing Tactics ▫Listservs: The Center should purchase the listservs many organizations possess and distribute html e-cards to the names on the list introducing Dr. Gitlin and invite recipients to contact her ▫ Social Media: YouTube video describing the Center Blogging updates about the Center and its research ▫ Webinars: Can reach audiences in diverse areas over the Internet More affordable for sponsors and attendees and less time-consuming
- 13. Marketing Tactics ▫Conferences: International Association of Gerontology and Geriatrics Conference promotes the highest level of achievement in gerontological research and training, with interaction with inter-governmental and non- governmental organizations OSU Gerontology Conference Covers a wide spectrum of disciplines from nursing to social work to mental health and other general gerontological subjects American Federation for Aging Research Promotes scientific exchanges among AFAR grantees and experts in gerontology
- 14. Estimated Budget MEDIA COST Advertising WYPR 5-5-5 Package 4 weeks $840 WAMU AM & PM Drive 4 weeks $2700 Promotion Press releases 2 over next 3 months $1000 Conference 2 per year $1500 Full color brochure, etc. Print, design, etc. $6000 Web Presence on $160 nursing.jhu.edu Total $12,200
- 15. Final Recommendations • Advisableto begin implementing this marketing plan immediately: ▫ Begin by sending out press releases ▫ Begin reaching out to local and regional geriatric centers ▫ Begin brand awareness campaign by public radio program underwriting